Very grey area. you're leasing the bike on the assumption not the obligation that your employer will sell it to you at the end of the period and now with HMRC taking a far more pro-active stance on interpreting FMV, you could be leasing 'their' the bike for up to 4 years to be 'sold' it for free.
If they decide not to sell it to you, or the company goes bust and the bike is considered an asset of theirs or you leave the firm/scheme etc then you've mosst likely lost your on top payment as to make a fuss about it would open you to accuations of fraud & dishonesty - not good attributes in an employee!
That said, I paid £300 up front so the *ahem* sale price was £1000 for the application form.